MEGENERATION

MYMAGAZINE “Happy self,beautiful body,mind and soul. ”SELF magazine celebrates the enjoyment of life and is a total happiness manual for all ‘Me Generation’ women in China.Me Generation My Magazine

“ ”

“Me Generation” women enjoy life to the extreme. They pursue fashion and individuality, and believe they are beautiful.They shop to make themselves happy, and shopping is the most common way for them to relieve pressure.

I enjoy, I delight

“Me Generation” women rise to the challenge, and actively try new things. They believe in themselves and strive to be the best.They are always willing to learn, and are eager to succeed in their careers.

I do, therefore I am

The “Me Generation” was born in the 1980s, and has grown up in an age of rapidly expanding fortunes and diversified culture.They are young, extraordinarily confident and independent women, and firmly believe they can live the happiest, fullest lives.

Me Generation, My Vision

“Me Generation” women have dreams for the future. They want to be loved, and are eager to love They believe a happy marriage is essential for a fulfilling life.

I love, I dream

CONDÉ NAST

Since the beginning of last century, Condé Nast has been known for its superior editorial quality and it continues to make innovations in publishing today. With a presence in 23 markets worldwide, the Group’s 127 magazines interpret the meaning of fashion and modern life for more than 150 million readers while an additional 79 websites have an influence on 24 million users around the globe. Inspirational, innovative and influential, Condé Nast targets at a broad readership and can meet the different requirements of all nature of readers. SELF and VOGUE, after the successful launch, have increased their circulations and enhance popularity to become leading titles in China.

127

79

– 23

VOGUE SELF

SELF In My Mind “我”心目中的《悦己SELF》

80.3%

96.1%

I agree with the concept of SELF that “Happy self, beautiful body,

mind and soul.” .

SELF shows me how to take care of myself and be confident and happy.

96.8% SELF focuses on fashion trends as well as personal style.

94.8%

91.8%

SELF teaches me how to nurture beauty from inside and out.

SELF introduces me to new ways of life and perspectives.

93.6% SELF is rich in content and good value.

The data above comes from a survey by GMI Online Investigation System of 639 SELF readersGMI 639 SELF

SELF My Mag.SELF

MYMAG

93.4% of readers who see an advertisement of their favourite product in SELF will immediately take notice.

11.6% will consider buying the product soon.

51.9% will obtain further relevant information before buying.

60.0% of SELF readers have purchased products and services introduced to them by SELF.

68.1% of SELF readers will increase their trust and preference of a product based on its appearance in SELF.

36% will buy that particular product immediately.

The data above comes from a survey by Nielsen of 580 SELF readers conducted in July 2008: 2008 7 580 SELF

Me Generation women have become the main readers of SELF

1% Below 20

22% 20-24

56% 25-29

15% 30-34

5% 35-39

1% Over 40

Distribution of SELF readers by age

SELF 82.5%The reader-satisfaction rate for SELF has reached a high record of 82.5%

0.3% Unsatisfactory

16.1% Ordinary

59.2% Satisfactory

23.3% Very satisfactory

1.1% Very unsatisfactory

Overall satisfaction level of SELF

15.8% Associate degree

69.2% Bachelor degree

12.7% Master's degree and above

2.3% High school and below

Education level of SELF readers

Marriage status of SELF readers

64.6% Unmarried

34.3% Married

1.1% Other

Vocational status of SELF readers

21% Middle-level managers

26% Grass-roots level managers

39% General staff

12% Other

2% Senior managers

Income of SELF readers

1499

1500-1999

2000-2999

3000-3999

4000-4999

5000-5999

6000-6999

7000-7999

8000-9999

10000-11999

12000-14999

15000-19999

20000

0%

5%

10%

15%

20%

Average

RMB4,386 Monthly income

0%

5%

10%

15%

20%

Average

RMB12,574 Monthly family income

1999

2000-3999

4000-5999

6000-7999

8000-9999

10000-11999

12000-14999

15000-19999

20000-29999

30000-39999

40000

The data above comes from a survey by GMI Online Investigation System of 639 SELF readers

Data source: The second quarter 2008 statistics from the Opening Strategy report of retail sales in 9 cities2008 9

1

2

3

4

5

6

7

8

9

10

11

12

13

Ray FB

Ray EF

SELF

VOGUE

ELLE

Cosmopolitan

BAZAAR

Cosmopolitan[Mini Format]

SELF[Mini Format]

Marie Claire

Marie Claire[Mini Format]

Trends Health

Trends Health[Mini Format]

16.20%

10.88%

9.05%

8.83%

8.54%

8.53%

7.17%

6.22%

6.13%

5.90%

5.02%

4.92%

2.61%

Retail sales in 9 cities

Retail sales in 9 cities

2 10.73% 11 4.31% 7 7.80% 1 18.25% 4 9.67% 6 8.63% 5 8.91% 3 10.68% 10 4.85% 9 5.39% 12 2.80% 8 5.58% 13 2.14%Beijing

5 8.93% 10 5.52% 4 9.97% 1 17.50% 2 11.27% 3 10.39% 8 6.39% 6 7.41% 7 6.68% 9 6.25% 12 3.60% 11 3.67% 13 2.53%Shanghai

8 6.96% 7 7.03% 2 11.15% 1 11.24% 3 10.05% 4 10.02% 5 8.80% 9 6.82% 6 7.08% 10 6.65% 12 4.90% 11 5.22% 13 4.07%Guangzhou

7 7.17% 12 4.11% 3 10.23% 1 17.27% 2 11.24% 4 9.44% 5 8.18% 8 6.69% 9 5.52% 6 7.96% 10 4.77% 11 4.63% 13 2.49%Shenzhen

4 8.99% 8 7.18% 5 8.48% 1 17.00% 2 10.08% 7 7.40% 9 6.61% 3 9.06% 6 7.85% 10 5.07% 12 4.38% 11 4.65% 13 2.46%Hangzhou

3 9.14% 7 6.87% 5 7.51% 1 17.69% 2 11.53% 8 6.41% 10 5.86% 6 7.36% 4 8.10% 11 5.52% 9 6.41% 12 5.43% 13 2.18%Nanjing

8 5.89% 4 11.04% 5 7.96% 1 14.04% 2 12.83% 7 6.32% 11 5.56% 6 7.20% 12 3.36% 10 5.56% 3 12.10% 9 5.59% 13 2.55%Qingdao

2 17.88% 12 2.02% 5 7.24% 1 17.99% 4 9.71% 8 6.02% 7 6.12% 3 11.27% 6 6.69% 9 5.29% 11 3.69% 10 4.77% 13 1.04%Shenyang

5 7.76% 9 5.76% 6 6.64% 1 16.54% 2 12.36% 4 9.24% 7 6.03% 3 11.63% 11 5.16% 8 5.78% 10 5.28% 12 5.05% 13 2.77%Wuhan

SELFSELF

Mini FormatVOGUE Ray FB Ray EF ELLE BAZAAR Cosmopolitan

CosmopolitanMini Format

Marie ClaireMarie ClaireMini Format

Trends HealthTrends HealthMini Format

Focusing on a wide range of common issues faced by its readers,SELF’s features pages share solutions,

positive experiences and wisdom to enhance the quality of life.Valuable insights are often provided by respected experts

and well-known people with readers’ true stories also frequently included.

Features

As an advocate of self-delight, SELF fashion integrates international fashion with local style and taste,

providing a variety of fashion news which is tailored to the urban Chinese women,

whilst retaining individual style.

Fashionin

SELF’s beauty pages provide a wealth of explicit and practical beauty tips, helping fast-paced Chinese women make the most of their appearance and thus enhance their mood.

Beauty

SELF cares about the holistic well-being of its readers. This section contains invaluable and authoritative information on maximizing and maintaining optimum health and fitness, and demonstrates the enormous potential of every woman’s spiritual and physical sides.

Body & Soul

The Good Life pages teach women how to enjoy a well-balanced and happy life, empowering them to care more about themselves and have fun.

Good Life

Total How-to, Total Happiness

SELF’s major editorial content

HOW-TO HAPPINESSTOTAL TOTAL

MYMAGAZINE

MYSPACE

My Magazine My Space

SELF is not only a magazine.“Happy self, beautiful body, mind and soul” is not just a slogan.SELF provides a life sphere for Me Generation women:a sphere in pursuit of happiness and harmony of the body and soul;a sphere in which beauty is shared and love is spread;a sphere more than that can be bought at newsstands;a sphere of Me.In this sphere, Me is not a single, lonely me.In this sphere, a small Me becomes a great Me.……

SELF Song “Love yourself, be brave and never give up…”In April 2008, SELF released its own song, entitled “Love yourself”, which became so popular that it topped the radio music charts and now features in KTVs[karaoke establishments] around the country.

SELF KTV

Music Radio

525 Road show On May 25, 2008, as part of SELF’s “525-Love, now” campaign, a hugely popular road show was held simultaneously in Shanghai, Beijing and Wuhan.

2008 5 25

525

525 Shopping Week 525

For a week in May 2008, SELF joined forces with 12 well-known brands to offer reader benefits, such as in-store redeemable vouchers, and free interactive experiences. A service-provider to readers, this event was also highly advantageous to the participating companies.

SELF 12

Love ActionThrough an innovative and extremely well received fundraising campaign, SELF invited its readers to spread their love by texting messages and donating money to Jet Li’s One Foundation. The first 3,000 people to pledge money were awarded specially designed and produced love rings.

SELF

SubscriptionIn May of 2008, SELF held a subscription drive in 25 Grade-A office buildings in Beijing, involving over 4,500 companies. A total of 3,300 people subscribed to the magazine there and then.

2008 5 SELF 25

4,500 3,300

Happy SELF ClassroomShare Beauty and Spread Love. As part of the 525 road show, SELF and leading Japanese beauty brand Aupres jointly hosted a Happy SELF seminar, in which a panel of senior psychological consultants and female experts were on hand to answer questions from young women regarding personal care and relationship issues. Held in Beijing, Shanghai and Wuhan, these forums also showed its audiences how to nurture their personal beauty and style, and gave them advice on alleviating work pressure and achieving physical and spiritual harmony.

SELF

SELF 365 Love Yourself More Each Day365

The Happy SELF calendar on the website gives readers a different daily objective which, though easy and enjoyable, encourages them to go and out and achieve.

SELF Diary The SELF Diary web activity in 2008 provided an opportunity for SELF readers and ‘netizens’ to write their own SELF online diaries, in which to record their personal sentiments and stories.

2008

SELF, My Music Show In coordination with the release of SELF’s exclusive song, “Love yourself”, www.self.com.cn also launched “Love yourself, my music show” activities for users to give full play to their ideas and show “my charm with my songs”.

SELF.COM Based on WEB 2.0, SELF.COM.CN formed an online community providing the users with further opportunities to immerse themselves in SELF’s philosophy for enjoying a fashionable and fulfilling lifestyle. Armed with an international view, SELF.COM.CN inspires Chinese women to experience and share the benefits of their individual lives and common progress toward a Happy Self. It becomes a popular online community for Me Generation women.

www.self.com.cn

“ ”

Multi-directional Close Interaction

Online advertising, special topics, advertorials, e-DM, e-magazine, and wireless mobile etc. provide a comprehensive solution to help your brand win increased profits in your market.

e-DM

High-end Users, Experience “Happiness Within”

We have more than 300, 000 members, among them 90% members are women at average age 25.7, over 97% have college degrees or above. The average monthly income is over 3,500 RMB. They are eager to try anything and enjoy spending for pleasure.

30 90% 25.7 97%

3500

SELF.COM.CN

My Magazine My Choice

Since its launch on March 25, 2007, SELF has become increasingly popular in various sectors of society and become a leading brand within the industry.In April 2008, mini format editions based on the original publication were published to encourage more people to “Read SELF and Love SELF”. With the advantages of convenience and cost-effectiveness, mini format editions were received positively by readers across the board. This gave critical support to the increase in the magazine’s circulation and helped to promote return of investment for SELF’s advertisers.

Advertorial & Creative IdeasCreative, unique and acutely informative, SELF’s advertorials have become first choice for many brands in the industry.They offer professional perspectives with regards to brand and product interpretation and answer the demands of SELF’s readers.

4A

SELF

For clients needing an original method to convey their product message, SELF can provide diverse sources of inspiration to meet every requirement. These include special supplements, posters, calendars, audio and video discs, all implemented to the standard of international 4A advertising agencies.

Advertising Notice* Payment terms: 30 days before publishing date.

* SELF has the right to arranger the position of advertisement according to the content of articles.

* All advertisements are subject to approval of SELF. SELF has the right to refuse any illegal advertisement.

* All advertisers are required to supply all appropriate documentation in accordance with China's Advertising Law.

* Customers should provide advertising film in the right size with prototype according to the requirements of SELF.

* Advertisers warrant SELF that they shall be fully responsible for all copyright infringement and any violation of the law

arising from or in connection with any advertising material provided by advertisers or its agencies, and shall indemnify

and hold harmless SELF from all claims against SELF or losses incurred by SELF (including but not limited to the attorney

fee) under all circumstances.

* Self is not responsible to any errors in the picture and text materials. Written explanation is required for any change in

the advertisement, in 45 days advance the publication date.

* Delay material delivery: For those advertising clients who have confirmed the position bookings, but fail to submit the

advertising materials before the material deadline, samples used on the previous issue will be automatically used by Self

at the original full rate.

* Self preserves the right of dealing with art works after publication. If the documents are needed by advertisers, Self must

be informed with written notification. In the conditions of necessary care, SELF is not responsible for missing or attainting

documents.

* For Cosmetic, Medicine and Food advertisements, the health/hygiene certificate number must be shown in the adver-

tisements.

* The word “SELF promotion” will be placed above in which SELF's opinion stimulates editorial.

* 30

* * * * *

* *

*

* * “SELF promotion”

广告刊登须知 OFFICE CONTACT 广告部联系方式SHANGHAI CONDE NAST ADVERTISING CO., LTD

SELF China Advertising Director Zhao Ying 010-59631720 zhaoying@condenast.com.cn

PA to Advertising Director Jade Su 010-59631711 jadesu@condenast.com.cn

North and South China

Senior Account Manager Tina Guo 010-59631712 tinaguo@condenast.com.cn

Account Manager Vivian An 010-59631713 vivian@condenast.com.cn

Head Office

18/F, Tower1 China Central Place Office Building, No.81, Jianguo Road, Chaoyang District Beijing, 100025, PRC

81 1 18 ， 100025

East China

Associate Advertising Director Hellen Wu 021-63406699-716 hellenwu@condenast.com.cn

Senior Account Manager Sophia Zhang 021-63406699-711 sophiazhang@condenast.com.cn

Account Manager Emily Ling 021-63406699-715 emilyling@condenast.com.cn

Sales Assistant 销售助理：邵楠 Cathy Shao 021-63406699-714 cathyshao@condenast.com.cn

Shanghai Office

Suite 2505, 1 Corporate Avenue, No. 222 Hu Bin Road, Lu Wan District, Shanghai, 200021, PRC

222 2505 ， 200021

South China

Senior Account Manager 高级客户经理：安卫东 An Weidong 020-38477092 anweidong@condenast.com.cn

Guangzhou Office

Suite 1022,Yao Zhong Plaza, Lin He West Avenue, Tian He District, Guangzhou, 510095, PRC

中国广州市天河区林和西路9号耀中广场1022室，邮编 510095

Hong Kong

Associate Advertising Director 广告副总监：陆婉珊 Sweeney Luk 00852-21695101 sweeneyluk@condenast.com.cn

Hong Kong Office

Unit 10,58/F,The Center 99 Queen’s Road Central, Hong Kong

中国香港中环皇后大道中99号中环中心58楼10室

Distribution Channels& Geographical Distribution

9%Bookstores

6%Privately-owned businesses

3%Subways

10%Subscriptions

5%Drugstores

4%Supermarkets

4%Airports

59%Kiosks

750000 250000SELF SELF[Min i Forma t]

Circulation target

SELF 2009 Advertising RatePosition

Front Cover Gatefold

Single Page

Double Spread

Others

1,100,000

Facing Content 275,000 From Upfront to Dos & Don'ts 223,850 Facing MeMeMe MeMeMe 215,380 First Third 1/3 193,600 First Half or Specified position 1/2 175,000

Run of Paper 145,200 Inside Back Cover 229,900 Outside Back Cover 475,200

1st Cosmetic/Fashion Double Spread 660,000 2st Cosmetic/Fashion Double Spread 618,750 3st Cosmetic/Fashion Double Spread 591,250 DPS Before Content 550,000 DPS After Content 440,000 DPS before Feature 363,000 First Third 1/3 338,800 First Half or Specified 1/2 314,600 Double Spread 242,000 Inside Back Cover Spread 363,000

1/2PAGE 1/2 108,900

1/3PAGE 1/3 84,700

RATE(RMB)

广告操作表Time Line

4 3 25

4 25

5 25

6 25

7 25

8 25

9 25

10 25

11 25

2 25

3 25

4 25

5 25

6 25

7 25

8 25

9 25

10 25

2 28

3 30

4 30

5 30

6 30

7 30

8 30

9 30

10 30

2 20

3 20

4 20

5 20

6 20

7 20

8 20

9 20

10 20

5

6

1 12 25

1 25

2 25

11 25

12 25

1 25

11 30

12 30

1 30

11 20

12 20

1 20

2

3

7

8

9

10

11

12

Special OrdersThe special orders would include but not limited to different size or special production treatment, such as gatefold,

inserts, supplement, multiple-page advertisements, special inks and paper.

All the special orders are available on contract basis, the rate will be negotiated separately according

to special production treatment.

The special orders must be discussed in advance to confirm mechanical feasibility and final quotation.

特殊形式广告

Technic requirement: Four- color film and the color design should be provided on time

Reticle:175 lines/inch

Bleed Size: 3mm for all the single sides

175

3mm。

Mechanical Requirements 广告操作要求

1. Cancellation terms of signed specific position orders (refer to the specific positions of Rate Card):

Written notice in 6 months advance shall be subject to 50% of cancellation fee.

Written notice in 3 months advance shall be subject to 70% of cancellation fee.

Written notice in 2 months advance will not be accepted and on cancellation could be done.

2. Cancellation of normal orders: Written notice in 2 months advance, otherwise shall be subject to 50% cancellation fee.

3. Cancellation of any part of the original orders by advertisers will lead to the invalid of initial position and rate.

1.

6 50%

3 70%

2

2 2 50%

3

Cancellation Terms 撤销期限

Advertising Size 广告尺寸

275x204(H x W)mm

275x408(H x W)mm

138x204(H x W)mm

Full Page

Double Spread

1/2 Page(horizontal)

92x204(H x W)mm1/3 1/3 Page (horizontal)

275x68(H x W)mm1/3 1/3 Page(vertical)

275x102(H x W)mm1/2 Page (vertical)

223x165(H x W)mm

223x330(H x W)mm

112x165(H x W)mm

Full Page

Double Spread

1/2 Page(horizontal)

74x165(H x W)mm1/3 1/3 Page (horizontal)

223x55(H x W)mm1/3 1/3 Page(vertical)

223x83(H x W)mm1/2 Page (vertical)

Advertising Size for standard format Advertising Size for mini format